Analysis of current social media presence of Zesta

This week my blog post is about the analysis of  current social media presence of Zesta.In today's context "Social Media Marketing" performs a great role to increase our brand awareness within the target audiance.
The most of the companies have successive stories by using the social media marketing properly and effectively.Therefore it is more important to have a better understanding about social media marketing before we carried out our marketing campaign using the social media. If we don't use it carefuly it is going to damage our brand severely.Social media marketing is not about pushing your advertisements on Facebook and Youtube.It is a broader concept than that.

There is a methodology to do the social media planning and it is called as social media planning framework.It consists with the steps such as listen,analyze,set goals,engage and amplify.This framework can be used to find the insights about our brand.The most important step of this process is the analysis,because the analysis part helps us to plan our social media campaigns by creating a edge among the competitors.So there's a tool called "Social Media Brand Health Check" to analyze current social media presence.

I have done an analysis using this tool for Zesta and it's a leading brand in food and beverages sector in Sri Lanka.Lipton Ceylonta is a direct competitor for Zesta and it seems  they are tiger competitors because they are operating in the same market with similar price ranges.Fadna is an another competitor but it's not stronger as Lipton Ceylonta.I choosed Dilmah as the benchmark brand which is performed very well in the tea market.

According to my analysis I have got 61% as social health media score and it is a comparatively a successful brand in social media.But it needs to improve in few areas and I have evaluated those areas as follows,

Reach

1.Facebook fan count
Zesta has powerful fan base on Facebook compared to Lipton Ceylonta and Fadna.But it is lagged behind compared to Dilmah.So I'm not fully satisfied with it.

2.Twitter follower count
 Currently Zesta teas,Ceylonta,Fadna and Dilmah are not currently engaged with twitter.Therefore it's needed to improve area condering tea market.Any way I'm neutral about this critiria because Zesta needs to improve and in the same time their competitors also not engaged with it up to now.So it's not a big issue.

3.Youtube channel views
Zesta is having huge gap with ceylonta and Fadna  when it comes to youtube views.Up to now Zesta deserves it in their competitive market.So it's a competitive advantage for them.But Dilmah is always performing better as our benchmark company and it has 4776 views.

4.Number of other social networks the brand is active on.
Zesta and it's competitors don't associate with other social networks other than those networks.Even Dilmah doesn't.So that also a another area to improve.

Quality of audiance

1.% of Local Fans in Facebook
Zesta and other companies are not in the social bakers network.As a leading companies it's a weakness of this industry.So Zesta needs to register in social bakers to get a competitive advantage.

2.% of good followers in Twitter
Zesta and its competitors are not in the twitter.so those companies don't have edge of it.But through twitter we can increase our online branding because most of the customers are now in to twitter.So it's better to focus on this area too.

Engagement goals

1.Facebook PTA as a % of Total Fans
Ceylonta is over take the Zesta when it comes to PTA.Therefore Zesta needs to give their attention to improve it by sharing interesting things in their social media networks specialy in Fb.

2.KLOUT Score for the Brand
Dilmah is the only brand which is engaged in KLOUT.So Zesta needs to be a influencer in KLOUT.

Share voice

1.No of relevant results for a brand search on Google Blog Search (within top 20 links)
Zesta is successful when it comes to google blog research.It's an advantage.But Ceylonta is a brand which is used in globe than Zesta.

2.No of @Mentions during last 48 Hours
Zesta doesn't have any updates because it doesn't have twitter account.so it needs to improve.

Sentiment

1.% of 'Negative Sentiments' in brand mentions
There's no any bad sentiments in brand mentions.According to my research the other brands also not have any negative comments.So the company can fully satisfied with it.But they should need to maintain their standards in social media properly by avoiding posting any negative comments in future.